Apple today released a new advertisement on its YouTube channel entitled “In the Dark”, highlighting the Night Mode feature that is available on units such as the iPhone 12, 12 mini, 12 Pro and 12 Pro Max.
The humorous video focuses mainly on night mode selfies, showing a man taking pictures of himself in various situations with little to no lighting. The 30-second video shows there are many ways users can get pretty good selfies even in the dark thanks to Night Mode. The man in the ad excitedly snaps selfies in the dark in a variety of typically low-light locations to capture excellent photos – inside a closet, below the bed, behind curtains, in a cardboard box, a dimly-lit restaurant, and the great outdoors (the man’s grassy backyard) at midnight.
The tagline of the video reads, “Now you can take amazing selfies in the dark.”
The song they used in the video is “In The Dark” by YG.
Night Mode was actually first introduced in the iPhone 11 but it was only limited to the rear-facing camera. On the iPhone 12 lineup, however, Apple integrated the Night mode to the front-facing camera and added a new option for taking Portrait mode shots in the dark.
A day earlier, Apple shared a new ad entitled “Haystack”, which centers on finding a lost iPhone 12 in a large haystack with the use of the Apple Watch.
Apple says, “An iPhone that’s lost is easily found. Relax, it’s iPhone + Apple Watch.”
The ad is a clear example of the “needle in a haystack” idiom.